Den motiverende Showcase-app

Student thesis: Master thesis (including HD thesis)

  • Karen Stæhr Kilt
  • Carina Puggaard Christensen
4. term, Information Science, Master (Master Programme)
Abstract
The purpose of this thesis is to account for how a showcase-app could be designed so first-time B2B customers see its business opportunities, and, hence, become motivated for getting a mobile application developed.
Based on the theory of persuasive technology, which argues that attitudes and behaviors of the users can be changed through persuasive design and interactive computer systems, the thesis revolves around scientific researcher B.J. Fogg’s Functional Triad from where three hypotheses are drawn. The hypotheses serve as the research questions of the thesis, and foundation of the analysis.
Hypothesis 1: By using tailoring, tunnelling and reduction, a “Learning Wheel” can be developed which will enable the user to see business opportunities with an app.
Hypothesis 2: By using media-symbolic, an “Example Wheel” can be developed which will motivate the user to get an app created as the opportunities with an app are illustrated.
Hypothesis 3: By using Media and reduction a “Build your own app” function can be developed which will give the user an idea of how their app will turn out, and, thereby, make the purchase tangibly.

Concerning empirical collection, a preliminary interview was conducted with Jens Peter Jensen, managing director of AQTIW, and case of the thesis. As a newly established app-agency, AQTIW does not have a large customer group, and only a small repertoire to show to potential clients, which has let the company to consider getting a showcase-app designed. The purpose of the preliminary interview was to clarify the demands of AQTIW in relation to such an app. In addition, an interview with app-marketing expert, Babar Baig, has taken place to get an insight in the problem area of apps, while seven semi-structured interviews with the target group have resulted in data about their expectations and needs of a Showcase-app. In the thesis the target group is defined as seven private and public businesses, small and large, who have not had an app developed before.
Together, the interviews, Fogg’s Functional Triad and usability theories let to specific demands to a showcase-app useful in the design process.
After having developed a prototype showcase-app, the target group was once again contacted and asked to evaluate the presented app. Divided in three steps; the target group first got a "guided tour" of the app to get to know it. Secondly, they were asked several questions about the design and functions, and how they could use the showcase-app in an app-development process. Finally, they were asked to write down on post-its how the showcase-app could, or could not, be a useful tool. By completing the research in realistic surroundings and involving an actual target group, the data is considered valid.
In conclusion, the research work stated that the two perspectives, Tool and Media, from Fogg's Functional Triad cannot motivate separately. They need to be combined in order to motivate the target group. Furthermore, the research work showed that the Showcase-app can be used by different types of users; from the user with very little app-experience and development to a more experienced user. Therefore, it is necessary to take the user types into account to make sure the Showcase-app motivates the whole target group. To do so, the theory of Chak and Hansen is of relevant use. Chak and Hansen focus on the importance of studying the area of business and, thereby, the users. A combination of Fogg's Functional Triad and Chak and Hansen are, therefore, essential when designing an app that should motivate B2B customers to get a mobile application developed for their business.
LanguageDanish
Publication date10 Jun 2013
Number of pages80
ID: 77388327